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- Title
Factors Affecting Consumer Behavior Towards Consumption of Fresh Milk.
- Authors
Mehmood, Ansar; Mushtaq, Khalid; Ali, Asghar; Hassan, Sarfraz; Hussain, Maqsood; Tanveer, Farooq
- Abstract
This study was conducted to explore the effects of various economic and demographic factors on consumer attitudes towards fresh milk. Data were collected from different areas of Faisalabad city by conducting a consumer survey using a well-designed questionnaire. For better reflection of the demographic and socioeconomic characteristics of the respondents, the descriptive statistics were employed in the form of frequency distribution. Multiple regression model was employed to investigate the impact of various factors including milk price, family income, household education, number of children in the family and family size on milk consumption. Results indicated that around 92 percent of the respondents were male, and 8 percent were females; most of the respondents were educated as 30 percent were matriculated, 39 percent were graduate, and 23 percent held the master's degree. With respect to the level of income, 36 percent of the respondents had an income ranging from Rs. 15000 to Rs. 25000; whereas 26 percent had income greater than Rs. 55,000. Regression results indicated that milk price had a negative impact on milk demand, i.e., 1 percent increase in milk price reduces demand by 10 percent; 1 unit increase in the family size increase milk consumption by 0.08 percent; 1 unit increase in the education level of households increase the demand for milk by 0.06 percent. Further, respondent age, cost, usage, and nutrition-related attitudinal factor also showed significant impact on milk consumption levels. As the study findings indicate that mostly well-educated people prefer fresh milk, therefore, fresh milk providers should modify their targeting strategies from undifferentiated to differentiated which will enable them to provide a better service and earn a reasonable profit.
- Subjects
FAISALABAD (Pakistan); CONSUMER behavior; MILK consumption; FOOD consumption; FAMILY size; CONSUMER attitudes; MASTER'S degree
- Publication
Pakistan Journal of Life & Social Sciences, 2018, Vol 16, Issue 2, p113
- ISSN
1727-4915
- Publication type
Article